Google All Conversions ROAS measures the revenue return on ad spend including all conversion types tracked by Google, not just purchases.
| Metric | Definition |
|---|
| Google All Conversions Value | Total value from all conversion types tracked in Google Ads |
| Google Spend | Total amount billed by Google for advertising |
| Metadata | |
|---|
| Type | Ratio |
| Data Source | Google Ads |
| Aggregation | Ratio |
Example
Your brand spent $8,000 on Google Ads last month and generated $28,000 in all conversions value:
| Metric | Value | Calculation |
|---|
| All Conversions Value | $28,000 | Includes purchases, leads, sign-ups |
| Google Spend | $8,000 | Total ad spend |
| All Conversions ROAS | 3.50x | $28,000 ÷ $8,000 |
How It Works
Google All Conversions ROAS divides the total value of all tracked conversions by your ad spend. Unlike standard ROAS which focuses on purchases, this metric includes the value of all conversion actions—leads, sign-ups, phone calls, and other goals you’ve assigned values to in Google Ads.
When to Use
| Scenario | Action |
|---|
| Evaluating full-funnel campaigns | Measure total value generated, not just direct sales |
| Comparing lead gen vs e-commerce | Use for campaigns with mixed conversion goals |
| Benchmarking Performance Max | Assess all conversion types in Smart campaigns |
| Justifying upper-funnel spend | Show value beyond immediate purchases |
| Metric | Relationship |
|---|
| Google ROAS | Purchase-only ROAS; use for direct sales comparison |
| Google All Conversions Value | Numerator of this formula |
